1

PepsiCo инвестирует в вовлечениепотребителя через социальные медиа

PepsiCo drives engagement with the Consumer via social media

2

Millennial’s generation Y: new consumer

http://engage.synecoretech.com/marketing-technology-for-growth/bid/139928/5-Ways-Pepsi-s-Use-of-Social-Media-is-Right-On

Millenials - 80% say user-generated content from people they don’t know influences what they buy

51% admitting it’s more important than the opinions of their friends and family

Social search is the key: 65% users 18-24 search info shared on social networks when making a purchasing decision (e-Marketer)

http://engage.synecoretech.com/marketing-technology-for-growth/bid/124026/SEO-2-0-How-to-Market-to-the-Greatest-Consumer-Group-in-US-History

“Listening to consumers in order to understand their wants and needs builds user loyalty”, -George Smith, senior manager, social strategy and execution, for Pepsi Beverages

3

How many friends do you have?

from 1 to 50 25,6% 26,8% 21,5%

51-100 25,9% 28,0% 22,7%

101-150 19,5% 18,5% 21,3%151-200 13,7% 13,7% 16,0%

more 200 15,4% 13,0% 18,4%

Source: TRAFFIC Social Media Pulse Study, July 2011

Social media: the POWER OF LIKE

Source: TRAFFIC Social Media Pulse Study

1 user = 120 friends

4

Celebrity Online vs Offline

Who would you prefer to see as a project host?

11 22 33

Source: TRAFFIC Celebrity Pulse, 2012

Digital-born celebrities is close to top TV faces by audience perception. Important issue is celebrity “social foot-print” (fan base and social activities) where digital faces show stronger results

5

Celebrity Online vs. Offline

> 1 000 000 search requests per month

~ 100 000 search requests per month

+100-500Maxim Golopolosov

+100-500Maxim Golopolosov

Garik MartirosyanGarik Martirosyan

6

From BLOGS to VLOGS

Users migrate from blogs to visual platform – as Youtube. New generation is not afraid of camera and have a strong will to SHOW OFF!

7

Change paradigm: Share of Content vs. SOV

• Developing the platform «Live for Now» Pepsi develops deep social connections with the consumer

• Engagement rate – key success metric: consumer engagement, user-generated content, data aggregation, geo-local, sharable content

• Celebrity online / offline communication to spread brand message, drive iconic aspiration

Brand OpinionLove Mark

Brand close to meTrend-setter brand

Brand OpinionLove Mark

Brand close to meTrend-setter brand

LoyaltyLoyalty

Awareness

8

Re-discover celebrity: Beyonce

http://wave.wavemetrix.com/content/pepsi-s-beyonc-campaign-suggests-relying-social-engagement-volume-can-be-mislead-01067

7 million views in just three days on Pepsi’s official channel, along with 30,000 likes and 10,000 comments

9

Goals and objective

Create buzz around limited edition can launch1Enhance Brand Equity:Icon brand and Grate taste

2

Pepsi Michael Jackson launch

Results

110 000 likes5 000 shares15 000 000 coverage

Brand KPI’s:Total brand awareness + 2 ppIcon Brand +5 ppFor people like meGreat taste +7 pp

Increase brand loyalty via deep emotional contact with brand

3

10

Pepsi Michael Jackson launch

http://www.marketingweek.co.uk/news/pepsi-readies-michael-jackson-tv-spot/4003855.article18th September the campaign has been launched across the world

11

Goals and objective

Drive call to action during high season, drive sales1Drive brand Equity via movie partnership support in digital

2 Increase brand loyalty via deep consumer engagement

3

2

MOUNTAIN DEW, PROMO SUPPORT

Results

303 754 unique visitors81% of active players13% bounce rate10 000 activation per day, 12 minutes inside the game on average!!

Brand KPI’s: Off-take grew by 15%, total brand awareness +2pp, ‘offer smth different’+2pp, ‘for people like me’+1pp, ‘do you love’ +1pp.

12

MOUNTAIN DEW, PROMO SUPPORT

14

Goals and objective:

2

Lipton Ice Tea: viral campaign Never-lose-your-cooler

Enhance Brand Equity Never Lose Your Cool Platform

Drive awareness among refreshment beverages1Support summer season in high clutter2

3

REACH: 1 650 250Digital KPI’s1 000 000App downloads vs plan 460 000

Brand KPI’s: +17 pp revitalize you mind and you body

Results:

15

Never-loose-your-cool

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Thank you for attention!